Baring Is Caring
Different reasons to shave. One idea to bring them together.
Promote the launch of NIVEA Men’s body shaving product in the US and take the taboo out of who shaves and why.
Nearly 80% of men shave their bodies below the neck at least once a month, but few talk about it. The behavior was already common. The conversation hadn't caught up. Body shaving isn’t one-size-fits-all. Athletes might shave before taping up. Drag performers might shave as part of getting stage-ready. Grooming enthusiasts might shave simply to switch up their look. Different people, different routines, different reasons to bare it all.
We saw an opportunity to turn that disconnect into a playful campaign that made body shaving relevant to different audiences, from athletes to grooming enthusiasts. Featuring Danny Amendola and Adam Rippon, Baring Is Caring used humor and personality to bring a fresh perspective to men’s grooming. Our agency team developed the concept and brought it to life in-house, from ideation through production.
What I actually did.
Organic social
Owned the organic social content, extending the campaign concept across social platforms.
Influencer strategy
Developed the influencer strategy to connect the product with relevant audiences and grooming communities.
Copywriting
Wrote all of the paid and organic social media copy. Contributed as a junior copywriter on the media spot scripts, helping bring the campaign’s personality and messaging to life.